Case Study: Morning Brew Grows Newsletter Subscribers with TikTok for Business

Gaining thousands of newsletter subscribers with organic creatives and strategic targeting

Morning Brew, a media company helping professionals stay current on business news, wanted to grow its newsletter subscriber base with high-quality, engaged users. After building a strong organic presence on TikTok, Morning Brew turned to TikTok for Business and its first paid TikTok campaign to improve subscriber acquisition efficiency.

TikTok for Business supported the campaign with Spark Ads, partnering Morning Brew with a creator who delivered native-style content and a clear call to action, while using engagement targeting and lookalike audiences based on first-party customer data. The campaign beat its target CPA by up to 60% in two weeks, generated 70,000 registration subscribers and 23 million impressions, added more than 22,000 paid followers at $0.21 per follower, and drove a 24% engagement rate; Morning Brew also reported that about 28% of TikTok subscribers became quality, engaged subscribers.

Morning Brew

Manny Reyes

Growth Marketing Associate